Construction and validation of the customer social participation in brand communities scale

Abstract

Purpose

The purpose of this paper is to construct and validate customer social participation (CSP) scale in the context of brand communities on social media.

Design/methodology/approach

In this study, various tests for reliability and validity have been performed to confirm scale structure. Data were collected using survey method from the student and non-student sample.

Findings

The results confirm a multi-dimensional scale with nine items for measuring customer participation in social media brand communities.

Research limitations/implications

The results of this study present several implications for online brand communities managers and are likely to support future research in the context of social media brand communities.

Originality/value

This paper is the first to develop a multi-dimensional scale of customer participation in social media brand communities. This is a new addition to existing literature, as the majority of empirical studies in this field are from participation other than CSP, and contexts different from social media brand communities.

Citation

Kamboj, S. and Sarmah, B. (2018), "Construction and validation of the customer social participation in brand communities scale", Internet Research, Vol. 28 No. 1, pp. 46-73. https://doi.org/10.1108/IntR-01-2017-0011